When it comes to those who celebrate Mother’s Day on Facebook, chatter is driven by younger age groups who turn to News Feed to connect with friends and share ideas about the big day. Nearly one-half of those who talked about Mother’s Day on Facebook last year were under 34. And people posted 1.25 times more photos last Mother’s Day than on other Sundays that month.

Chatter around Mother’s Day began three days before the holiday last year, and tapered off the next day. Among the most popular topics that appeared in posts: mother, sister, wife, daughter, and, of course, love.

So on May 11, and every other day, make sure you’re present in News Feed, especially on mobile, so you can connect with mothers and everyone who matters to them.